Kansas City, MO, January 27, 2026
The Kansas City Royals have entered a new partnership with Circa Sports, making them their official sports betting partner. This alliance comes after the Royals’ previous agreement ended and highlights the ongoing growth of the sports betting market in Missouri. Set to debut at the Royals Rally Casino Night, this partnership aims to enhance fan engagement at Kauffman Stadium while contributing to the local economy through increased activity and potential tax revenue from sports betting.
Kansas City, MO – The vibrant landscape of Kansas City MO business continues to evolve, demonstrating the dynamic interplay between established institutions and emerging industries. A recent development that underscores this trend is the Kansas City Royals’ announcement of Circa Sports as their new official sports betting partner. This strategic alliance follows the conclusion of a previous agreement, marking a new chapter for both the team and the burgeoning sports betting sector in the region. The move reflects the ongoing spirit of entrepreneurial innovation and strategic adaptation within the Midlands economic growth narrative.
The transition highlights how businesses, both large and small, navigate a competitive marketplace, seeking partnerships that align with their long-term visions and contribute to a robust economic environment. Such collaborations often foster new avenues for engagement, offering consumers enhanced experiences and providing new revenue streams that can benefit local economies through increased activity and potential tax contributions. The ability of businesses to pivot and secure new partners quickly, as seen in this instance, speaks to the resilience and adaptability crucial for sustained economic vitality.
A New Partnership for the Royals
The Kansas City Royals recently announced Circa Sports as their official sports betting partner on Monday, January 26, 2026. This new alliance will integrate Circa Sports into the fan experience, featuring prominent signage at Kauffman Stadium, future promotions, fan engagement opportunities, and exclusive VIP hospitality moments. The partnership is set to officially debut on Friday, January 30, 2026, during the Royals Rally Casino Night at Kauffman Stadium. As part of this kickoff, Circa Sports will offer 10 prize packages, each including a two-night midweek stay at their Las Vegas resort property.
The Evolving Landscape of Sports Betting in Missouri
This partnership comes at a significant time for sports betting in Missouri. The state saw the full legalization and launch of online and retail sportsbooks on December 1, 2025. This was a direct result of voters approving Amendment 2 in November 2024, paving the way for a regulated sports wagering market. Missouri joined 38 other states in allowing sports betting. The regulatory framework in Missouri currently permits eight online betting sites to operate, with a potential for up to 14 licensed operators in total. Among the licensed platforms are prominent names such as bet365, BetMGM, Caesars, DraftKings, Fanatics Sportsbook, FanDuel, theScore Bet, and Circa Sports.
Circa Sports’ Strategic Expansion and Business Philosophy
Circa Sports, a Las Vegas-based operator, has carved a niche in the competitive sports betting market since its founding by Derek Stevens in 2019. The company is recognized for its “old-school, Las Vegas-style of bookmaking,” appealing to a diverse range of bettors, including those who prefer higher limits and competitive odds. Circa Sports is also known for operating one of the world’s largest sportsbooks at its flagship Circa Resort & Casino in Las Vegas. While Circa Sports had already secured one of Missouri’s two untethered sports betting licenses in 2025, enabling them to operate without a team or casino partner, their decision to partner with the Royals demonstrates a strategic approach to market penetration and brand visibility within the state. This move aligns with their broader expansion strategy, which has seen their mobile app operations extend to states like Colorado, Iowa, Kentucky, and Illinois.
A Prior Partnership’s Conclusion and Market Dynamics
Before partnering with Circa Sports, the Kansas City Royals had a multi-year partnership with Underdog, a daily fantasy sports operator, which was established in late 2025 to secure market access in Missouri. However, Underdog decided to withdraw its application for a Missouri sports betting license just days before the state’s official launch in December 2025. This decision allowed Underdog to refocus its business on other products. The departure of one operator and the swift entry of another like Circa Sports illustrate the fluid nature of competitive markets. Such changes create opportunities for new entrants and partnerships, often leading to increased choices and innovative offerings for consumers, a testament to the benefits of limited regulatory barriers that allow businesses to adapt and thrive.
Economic Implications for Kansas City and Missouri
The legalization of sports betting in Missouri and new partnerships like that between the Royals and Circa Sports are expected to contribute to the state’s economy. Missouri’s sports betting framework includes a State-level 10% wagering tax, with the generated revenue specifically allocated to funding education initiatives. While Missouri’s initial sports betting revenues are yet to be reported, the experiences of neighboring states offer a glimpse into potential economic impacts. For instance, in 2024, Kansas’s sports betting operations generated $216 million in gross revenue, yielding approximately $21.6 million in tax revenue for the state. Online betting accounted for nearly 85% of Kansas’s total revenue. Nationwide, the legal sports betting industry generated over $13 billion in revenue in 2024. Through the first 11 months of 2025, legal sportsbooks Nationwide generated $15 billion in revenue, representing an increase of over 17% from the previous year. This sector’s growth underscores its potential as an economic driver, supporting entrepreneurial endeavors and generating public funds.
Fostering Economic Growth Through Engaged Communities
The shift in the Royals’ sports betting partnership underscores the dynamic nature of Kansas City small business and the broader Missouri MO entrepreneurs landscape. It reflects a marketplace where competition drives innovation and businesses continually seek advantageous alignments. For Kansas City, these developments contribute to a lively economic environment, fostering engagement among sports fans and potentially generating additional revenue that can be reinvested into the community. Continued support for local businesses and an informed approach to new economic sectors are crucial for sustaining the positive momentum of Midlands economic growth.
Frequently Asked Questions
What is the new sports betting partnership for the Kansas City Royals?
The Kansas City Royals named Circa Sports as their new official sports betting partner on Monday, January 26, 2026.
When did sports betting become legal in Missouri?
Sports betting became legal and live in Missouri on December 1, 2025, after voters approved Amendment 2 in November 2024.
Why did the Royals’ previous sports betting partnership end?
The Royals’ previous partner, Underdog, withdrew its application for a Missouri sports betting license just days before the state’s market launch in December 2025 to focus on other products, which concluded their multi-year agreement.
What is Missouri’s sports betting tax rate and what is the revenue used for?
Missouri has a State-level 10% wagering tax rate, and the revenue generated is specifically allocated to funding education initiatives.
How many online sports betting sites are currently legal in Missouri?
There are currently eight online betting sites live in Missouri, with a potential for up to 14 licensed operators.
What is the Nationwide revenue generated by the legal sports betting industry?
Through the first 11 months of 2025, legal sportsbooks Nationwide generated $15 billion in revenue, an increase of over 17% from the same period a year earlier.
Key Features of the Royals-Circa Sports Partnership and Missouri Sports Betting
| Feature | Details | Scope |
|---|---|---|
| New Royals Partner | Circa Sports | Local |
| Previous Royals Partner | Underdog | Local |
| Sports Betting Legalization in Missouri | December 1, 2025 (after November 2024 voter approval) | State-level |
| Missouri Sports Betting Tax Rate | 10% wagering tax funding education | State-level |
| Live Online Sportsbooks in Missouri | 8 currently, with 14 potential licenses | State-level |
| Nationwide Sports Betting Revenue (first 11 months of 2025) | $15 billion, up over 17% from previous year | Nationwide |
| Circa Sports Background | Las Vegas-based operator, founded by Derek Stevens, known for “old-school” bookmaking and higher limits. Also operates one of the world’s largest sportsbooks in Las Vegas. | Company-level |
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Author: STAFF HERE KANSAS CITY WRITER
The KANSAS CITY STAFF WRITER represents the experienced team at HEREKansasCity.com, your go-to source for actionable local news and information in Kansas City, Jackson County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as American Royal World Series of Barbecue, Dia De Los Muertos, and Planet Anime Kansas City. Our coverage extends to key organizations like the Greater Kansas City Chamber of Commerce and United Way of Greater Kansas City, plus leading businesses in healthcare, finance, and entertainment that power the local economy such as Children's Mercy Hospital, Government Employees Health Association, and AMC Entertainment. As part of the broader HERE network, including HEREStLouis.com, we provide comprehensive, credible insights into Missouri's dynamic landscape.
